In their more recent history, Dare has continued to expand and now competes in global markets. They have adapted to a heightened social consciousness on the part of their consumers. As communication technology brought the world closer together, consumers became increasingly concerned with the effects their purchases had on the communities that grew and created their products. This concern for global sourcing brought Dare to market responsibly sourced and manufactured products as one element of their corporate social responsibility.
Dare showcased their dedication to their community and customers by donating to local food banks and participating in charity fundraisers.
In this period of time, marketing focus changed from “sweet” to “natural”. In contrast to their previous emphasis on sweet and delicious cookies, the new selling point was natural flavours and no added sugar. In 1982 Dare entered the cracker industry in an effort to add a healthier component to their product offerings with the Breton brand. Advertised as a light, thin cracker, it has been the leading cracker brand in Canada and internationally in the past three decades. Breton crackers have been offered in a variety of options to appeal to a health conscious consumer. These marketing changes are an excellent reflection of the direction being taken by Dare to maintain the trust and loyalty of their buyers.
In 2003, Dare declared their facilities peanut free in response to growing concerns over allergies in schools and other public spaces. In 2013 they began production of their first gluten-free cracker. The change in direction to accommodate dietary restrictions is a recent illustration of a larger trend that Dare has been embodying since the company’s inception in 1892. Through their adaptation to changing markets, consumers and society, the Dare story presents an excellent example for the evolution and growth of Canadian business over the past 125 years.
